Google mandates DV360 migration to SDF v10 by January 2027

This migration moves the core infrastructure of high-volume programmatic buying away from legacy schemas that are no longer compatible with modern streaming requirements. By forcing a move to v10, Google is centralizing support for advanced CTV targeting and automated Demand Gen resources that require more complex data nesting. For agencies and engineers, the immediate risk is technical debt in bulk-upload scripts; any hardcoded version parameters will cause production pipelines to fail on the sunset date. This shift signals a broader industry move toward more rigid, schema-dependent campaign management as platforms trade legacy flexibility for standardized regulatory and multi-channel targeting fields. Watch for potential workflow disruptions in January 2027 among teams that haven't adopted the May 2026 'Partial SDF Upload' feature.

The transition to v10 comes during a period of significant technical consolidation for Google’s B2B advertising tools. In June 2026, Google launched the Display & Video 360 API v4, which paired the general availability of SDF v10 with expanded support for Demand Gen resources and new audio content type targeting. Per Google’s June 2026 developer documentation, this update also removed several campaign and insertion order targeting columns previously deprecated in January 2026, forcing a shift toward more granular line-item level controls. These changes align with a broader industry trend toward supply-path optimization and inventory transparency, as programmatic display ad spend in the U.S. is projected to exceed $220 billion in 2026, according to Basis Technologies.

To streamline developer support during these frequent version shifts, Google consolidated the DV360 API, SDF, and Bid Manager API discussion channels into a single Discord server in March 2026. This move was intended to provide real-time troubleshooting for bulk operations teams, but it also reflects a pivot away from traditional, indexable documentation in favor of community-led technical support. Additionally, the introduction of the Partial Structured Data File Upload feature in May 2026 was a direct response to the increasing complexity of the SDF schema, which now requires more than 120 columns for certain file types. This feature allows teams to upload only the specific fields they wish to change, mitigating some of the manual overhead required to maintain the large v10 CSV files.